tag:blogger.com,1999:blog-10305907.post3646339492641239058..comments2023-07-21T21:56:59.599+07:00Comments on Ideonomics: Turning Ideas into Economy: Axe: From Insight to ExecutionUnknownnoreply@blogger.comBlogger11125tag:blogger.com,1999:blog-10305907.post-21021100994582038062010-12-29T09:44:56.646+07:002010-12-29T09:44:56.646+07:00Great Blog..!!!! Keep Blogging.... :)Great Blog..!!!! Keep Blogging.... :)Belly Surya Candra Orsahttp://uii.ac.idnoreply@blogger.comtag:blogger.com,1999:blog-10305907.post-80020404315057677892009-02-23T10:19:00.000+07:002009-02-23T10:19:00.000+07:00Dear Mas Andi S.Boediman..Halo Mas/Pak..Saya Alber...Dear Mas Andi S.Boediman..<BR/><BR/>Halo Mas/Pak..<BR/>Saya Albertus Krisna. Mahasiswa Ilmu Komunikasi tingkat akhir Universitas Moestopo.<BR/>Sekarang saya sedang mengerjakan skripsi tentang iklan cetak Axe Effect. Dan sedang membutuhkan wawancara untuk memantapkan analisis saya.<BR/><BR/>Pertanyaan saya, apakah Mas Andi bersedia membantu saya untuk wawancara mengenai strategic insight yang berhubungan dengan konsep kreatif kampanye iklan ini? Untuk pelaksanaan wawancaranya, apakah wawancara langsung atau lewat e-mail (Q&A), saya mengikuti keinginan Mas Andi saja...<BR/><BR/>Terima kasih. Dan mohon bantuannya.. : )<BR/><BR/><BR/>Regards..<BR/><BR/><BR/>Albertus Krisna<BR/>0813 1070 9454/ 021 947 967 45<BR/>albertus.krisna@yahoo.comAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-10305907.post-75063998141908140652008-10-28T07:16:00.000+07:002008-10-28T07:16:00.000+07:00Saya hanya terlibat di strategic insightnya saja. ...Saya hanya terlibat di strategic insightnya saja. Seluruh eksekusi dilakukan oleh advertising agency.<BR/><BR/>Jadi dalam hal pemilihan talent maupun storyboard saya tidak lagi terlibat.ideonomicshttps://www.blogger.com/profile/14656716317913408089noreply@blogger.comtag:blogger.com,1999:blog-10305907.post-24047798426590813552008-10-27T11:14:00.000+07:002008-10-27T11:14:00.000+07:00Halo mas andi..Ada yang saya mau tanyakan. Apakah ...Halo mas andi..<BR/>Ada yang saya mau tanyakan. Apakah mas Andi juga yang membuat iklan axe effect versi cetaknya?(yang ilustrasinya menampilkan seorang wanita memberi nomer hp lewat bantuan kartu remi/playing cards)<BR/><BR/>Jika ia. Saya ingin bertanya tentang representasi wanita di print-ad itu. Mengapa modelnya yang ditampilkan adalah seorang wanita indo (kebule-bulean)? Mungkin ada alasan khusus?<BR/><BR/>terima kasih sebelumnya..<BR/><BR/>cheers.. :)Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10305907.post-57881415311222017312008-10-16T09:28:00.000+07:002008-10-16T09:28:00.000+07:00Karena iklan versi asing tidak dapat menjawab rele...Karena iklan versi asing tidak dapat menjawab relevansi dengan kebutuhan lokal. Ada perbedaan aspirasi antara masyarakat lokal dan barat. Perbedaan aspirasi ini merupakan pembeda antara brand awareness dan brand connection. Brand awareness akan tinggi dari tingginya recall akibat iklan bertubi-tubi, tetapi audience tidak membeli karena mereka merasa 'nggak gue banget'. Tetapi ketika terjadi connection antara aspirasi yang disampaikan oleh spirit brand, maka akan terjadi pembelian karena mereka merasa direpresentasi oleh si brand tersebut.ideonomicshttps://www.blogger.com/profile/14656716317913408089noreply@blogger.comtag:blogger.com,1999:blog-10305907.post-18866859155189252832008-10-16T09:27:00.000+07:002008-10-16T09:27:00.000+07:00Saat ini saya sedang mengerjakan skripsi mengenai ...Saat ini saya sedang mengerjakan skripsi mengenai perbandingan iklan versi lokal dan versi asing. Saya mengambil studi kasus iklan AXE versi Asmirandah sebagai versi lokal dan iklan AXE versi Coin sebagai versi asing. Dari perbandingan tersebut saya ingin melihat mana iklan yang diminati oleh target market dan sejauh mana sikap target market terhadap brand AXE.<BR/><BR/>Saat ini, saya sedang mencari data-data untuk memperkaya isi dari skripsi tersebut. Saat browsing di internet, beruntung sekali bisa menemukan blog Pak Andi yang membahas dengan lengkap tentang strategi serta eksekusi Axe. Melalui blog Pak Andi inilah akhirnya saya bisa mendapat banyak informasi berharga. Namun ada satu pertanyaan yang ingin saya tanyakan kepada Bapak, yaitu: Mengapa AXE memutuskan membuat iklan dengan versi lokal (Indonesia), padahal sebelumnya AXE selalu menggunakan iklan versi asing. Apa yang melatarbelakangi hal tersebut?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10305907.post-74624405388879767552008-09-13T08:51:00.000+07:002008-09-13T08:51:00.000+07:00Wow, truly appreciate a compliment from a fellow p...Wow, truly appreciate a compliment from a fellow practitioner.<BR/><BR/>And thanks for sharing. Your input will enrich our understanding.<BR/><BR/>Ok, I will email and contact you. Let's have a nice and inspirational conversation :)<BR/><BR/>Regards,<BR/><BR/>Andi S. Boedimanideonomicshttps://www.blogger.com/profile/14656716317913408089noreply@blogger.comtag:blogger.com,1999:blog-10305907.post-70201256911761837632008-09-12T19:51:00.000+07:002008-09-12T19:51:00.000+07:00Great stuff! Congrats!I'm a strategic planner with...Great stuff! Congrats!<BR/><BR/>I'm a strategic planner with McCann Erickson Indonesia and I must say, this is one of the best pieces of insights and strategy I've seen in this country the past two and a half years that I've been here.<BR/><BR/>In fact, we work on a lesser known cousin and competitor of Axe called Extreme (from Cussons) and a lot of insights here are common to ours.<BR/><BR/>Will Smith in Hitch is a great example - we used him too. Another universal trend that fuels "rituals for men" is that women are expected to take hours to dress up whereas men should get ready in minutes. Therefore, their rituals are also ones that require less time - hair gel and body spray.<BR/><BR/>Another observation (it's not really an insight) that could help you for Axe in the future is that men in Indonesia, like men in any country, always feel they are "second-choice" compared to the "cool" guy at school, university, office, club, etc. In other words, they think the hot chick or the girl they desire will always go and talk to the "dude" but not to them.<BR/><BR/>However, you could tell such men that now, if they use Axe (Babe Magnet is the brand's positioning), the hot chick will ignore the "handsome, hot" man and come to them instead.<BR/><BR/>Hope this helps. And maybe we should meet up. It would be great to share some knowledge on strategic planning and other disciplines.<BR/><BR/>My email address is yousuf.rangoonwala@ap.mccann.com and my number is +62 81 3838 177 84. Please feel free to give me a call anytime.<BR/><BR/><BR/>Cheers<BR/>YousufYousufhttps://www.blogger.com/profile/07706112517420431848noreply@blogger.comtag:blogger.com,1999:blog-10305907.post-42969135937871719042008-09-08T09:00:00.000+07:002008-09-08T09:00:00.000+07:00We have a new approach on building the communicati...We have a new approach on building the communication team. After all the agency pitch won by each agency, the client bring everybody on the table and present each solution. My team comes from the digital marketing agency, Bubu.com. Beside us, there are the advertising agency, BBH Singapore as the coordinating communication strategy and execution, and there are also various representatives from brand activation team and also media specialist.<BR/><BR/>After the presentation, there's a discussion among the team to pick the best approach based on both strategic and tactical ideas. And then out this ideas, BBH is responsible to bring everything becomes a coherent execution.<BR/><BR/>Using this new method, everybody is involved in the process and the communication strategy becomes a collaborative effort. It needs a brave an insightful client to try this new model and the guts to execute the best ideas. And it needs an openness from everybody involved in the process since the best ideas comes from the discussion on the table, not from each agency.<BR/><BR/>Enjoy,<BR/><BR/>Andi S. Boediman<BR/>Strategic Innovation Consultantideonomicshttps://www.blogger.com/profile/14656716317913408089noreply@blogger.comtag:blogger.com,1999:blog-10305907.post-34009738926533311762008-09-06T22:54:00.000+07:002008-09-06T22:54:00.000+07:00Thanks for the comment.Yes, the idea that Axe make...Thanks for the comment.<BR/><BR/>Yes, the idea that Axe make men irresistible is global idea and not by us. And we definitely have to use the consistent big idea.<BR/><BR/>Our contribution to the big idea is about UNDERSTANDING local culture, which not about woman flocking to men like the campaign in US & Europe, but about Indonesian male that is shy and they just need to know woman and hopefully to get their number.<BR/><BR/>As a Strategic Planner, it's my job to find that insight. As part of a bigger team, I truly appreciate the agency that based on this insight, they create a very well executed campaign.<BR/><BR/>And my hats off to the client since they green light such campaign that is different to the western counterpart with more Sex involved.ideonomicshttps://www.blogger.com/profile/14656716317913408089noreply@blogger.comtag:blogger.com,1999:blog-10305907.post-84606507685522564892008-09-05T17:17:00.000+07:002008-09-05T17:17:00.000+07:00congrats, a fresh, indonesian flavor and well exec...congrats, a fresh, indonesian flavor and well executed campaign.<BR/><BR/>however, i don't think the idea is new at all, this is clear if you watch all the other axe tvc's from other countries specially that has won awards<BR/><BR/>it is always about how axe make men irresistible to women<BR/><BR/>the big idea is the same but the approachs, storylines and executions are different.<BR/><BR/>so don't take credit inventing the idea but i will pat your back well done for the rest.<BR/><BR/>cheers.Anonymousnoreply@blogger.com